History of Cracker Market/Company
What was the name of the executive vice president of sales and marketing at Pemberton’s products?
Ashley Marne
What Type of Crackers do they plan to sell?
Crackers with filling and Flat Crackers
Before launching Krispy Naturals’ new product what did they sell?
Packaged food bars, cookies, and Baked goods
What was Pemberton’s distribution strategy in Ohio?
Hired 5 “Krispy Force” reps
Pemberton took the first step to enter the salty cracker market. WHY?
Pemberton wanted to expand its supermarket presence and enhance its product and marketing strategy for growth opportunities.
What was the target test market share?
Secure 15% of shelf space in the supermarket’s cracker section
What were Pemberton’s Strategic priorities?
Increase Revenue & Profit, Build a Collection of Brands, and Build Resources in the Salty Snack Category
What markets did they plan to test?
Southeast and Trio of cities in the Southeastern U.S.